The international news channel wanted to increase subscriptions in Hong Kong for its service amongst young and upwardly mobile consumers. To that end, they wanted to highlight how CNN is a key component for busy executives who need to be “in the know” on a daily basis.
We came up with a storyline that reflects an example of the consumers CNN is looking to attract. After casting an appropriate actor as an “executive”, we filmed a fast paced 30 second video which showcased the varied daily life of a busy exec in Hong Kong. CNN, of course, is the extra ingredient that helps the exec navigate his way through the day.
CNN : Stay Ahead